Exam 1: Introduction to Marketing Research

According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is assistant project director.

The United States accounts for 60 percent of the marketing research expenditures worldwide.

Pricing, promotion, and distribution are all considered controllable marketing variables.

The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into?

Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?

Describe the stakeholders in marketing research. How do ethical issues arise?

Marketing research departments located within a firm are called ________.

The services of full-service suppliers can be categorized into syndicated, customized, and Internet services.

Market potential is an example of a topic typically addressed by problem-identification research.

Promotion is considered an uncontrollable environmental factor.

Researchers enter the realm of the decision maker when they ________.

An information system that enables decision makers to interact directly with both databases and analysis models is called a(n)________.

Companies whose primary service offering is their expertise in collecting data for research projects are called ________.

ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels, and scanners. What kind of service does ABC provide in the marketing research industry?

Which of the following is NOT a step in the marketing research process?

Formulating an analytical framework along with models, research questions, hypotheses, and the information needed are included in developing an approach to the problem.

Marketing research departments located outside a firm and comprising the marketing research industry are called ________.

Why is international marketing research more complex than domestic marketing research?

Data analysis services perform services that include editing competing questionnaires, developing a coding scheme, and transcribing the data onto diskettes or magnetic tapes for input into the computer.

All of the following are considered to be controllable marketing variables EXCEPT ________.